Branch supports engagement conversion metrics across a range of ad partners, giving you comprehensive insights and control over the full range of available ad engagement touch types. This guide describes which engagement types each partner supports and how to view engagement attribution in Branch and in your exports.
Overview
Engagement attribution lets you measure conversions that originate from ad engagement touch types (such as an engaged view or an engaged click), in addition to standard clicks and views. Branch exposes this through the touch subtype metric.
- Touch subtype is available in Branch via Ads Analytics.
- Touch subtype is available in Export APIs.
Engagement type support
The engagement types and their attribution support vary by partner.
Google Ads
| Engagement type | Attribution support |
|---|---|
| Engaged View | Click-Through |
Meta Ads
| Engagement type | Attribution support |
|---|---|
| Engaged View | Click-Through |
| Engaged Click | Click-Through |
TikTok For Business SAN
| Engagement type | Attribution support |
|---|---|
| Engaged View | Click-Through |
| Engaged Click | Click-Through |
| Click to Store | Click-Through |
| View | View-Through |
Snap
| Engagement Type | Attribution Support |
|---|---|
| Engaged View | Click-Through |
| Engaged Click | Click-Through |
| Click to App | Click-Through |
| View | View-Through |
Amazon SAN
| Engagement Type | Attribution Support |
|---|---|
| Engaged View | Click-Through |
View engagement attribution
Ads Analytics
Use touch subtype as the compare by metric in Ads Analytics to view your engagement attribution.
Exports
Use the following parameters when reviewing Custom Exports reports in Branch or using data from the Custom Exports API:
| Export type | Parameter | Value |
|---|---|---|
| Branch Custom Exports | Column | Touch Subtype |
| Custom Exports API | fields | last_attributed_touch_data_tilde_touch_subtype |
Tip: Partner-specific guides
Looking to learn more about a specific partner? View the respective integration guides:
FAQ
What are the video ad view thresholds for each partner to be counted as an engaged view?
| Ad Partner | Definition |
|---|---|
| Amazon SAN | When someone watches a video ad for more than five seconds |
| Google Ads | When someone watches a video ad for more than ten seconds |
| Meta Ads | When someone watches a video ad for more than five seconds |
| Snap | When someone watches a video ad for five seconds or longer |
| TikTok for Business SAN | When someone watches a video ad for more than six seconds |